“Thank you for all of the hard work that you put into making “Saddle Up with TAB” a success. It was fantastic to see the jockey footage come together to create such a unique experience for attendees.”
As part of the 2017 Sydney Autumn Racing Carnival, Event Planet was briefed to design a series of activations with the objective of delighting customers, thinking big, bringing people together and being closer to the thing you love – racing! The brief also called for the activation to be produced over several race days ranging from Regional and Country Championships to larger and more prominent major race days at Rosehill Gardens and Randwick Racecourse.
Event Planet designed a series of unique activations which incorporated innovative technology and social media with scalable participation and infrastructure. For the major race meets such as the Longines Golden Slipper and The Championships, Event Planet designed and collaborated with virtual reality specialists, Catalyst VR on the development of the Saddle Up With TAB activation. The innovative virtual reality campaign gave race goers the chance to experience the thrill of the day in the life of a jockey and Australian thoroughbred racing in virtual reality.
Saddle Up With TAB was specifically developed to expose and engage participants in some of Australia’s most famous races as if they were actually a jockey in the race. Riding on or against champion horses including Criterion, Chautauqua and Winx, Saddle Up With TAB was a truly immersive experience unlike anything Australian racegoers have experienced before. “Saddle Up With TAB was a really challenging project working with footage from 360 and traditional video sources,” Gabriel Howard, Head of Production Catalyst VR said. “Being developed specifically for viewing using a VR headset allowed us to really push the limits of production.”
The Saddle Up With TAB activation was integrated into an existing TAB shipping container stage Event Planet had previously produced and the experience included saddle stools and jockey’s whips to complete the jockey experience. For those watching on, the vision from the virtual reality user could be viewed on the screens built into the activation.
For the Country and Provincial Championships the activation solution needed to be mobile and compact. With over 20 different events and venues over 3 months, Event Planet creatively developed and managed a “Virtual Mirror” where guests had the opportunity to be a jockey for the day! The mirror was TAB branded and guests interacting with the mirror could select a jockey silk which would be overlayed in the reflection onto their body. Once happy with their reflection and jockey silks, guests were able to print out the photo and were prompted to post to their social media accounts. The activation was extremely successful in bringing the TAB brand to regional race meets as well as engaging the consumers as well as offering social media opportunities.
Scope of Services
Creative input and delivery, virtual reality production and management, supplier and venue management, progress updates, budget management and reconciliation, running schedules, technical management, OH&S checklists and risk assessment, entertainment, custom design, event staff management and complete onsite management of bump in and bump out logistics
The project was ground breaking and challenging, but rewarding and successful with over 2,000 individual interactions, bringing guests closer to the things they love!